 Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide
ISBN: 978-0-471-44109-0
Paperback
272 pages
October 2001
US $19.95
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Acknowledgments.
Introduction.
PART I: STRATEGIC PLANNING.
Comprehending the Opportunities for Doing Business on the Web.
Making Your Website Purposes Crystal Clear.
Devising an Adequate Revenue Plan.
Defining a Unique E-Business Niche.
Assessing Your Core Competencies.
Developing a Unique Sales Proposition (USP).
Setting Goals for Your E-Business.
PART II: SITUATION ANALYSIS.
Performing a SWOT Analysis.
Conducting an Industry Analysis.
Analyzing the Competition.
Understanding Your Customers.
PART III: MARKET AND PRODUCT FOCUS.
Segmenting Your Internet Market.
Differentiating Your Company's Products and Services.
Naming Your Online Business.
Building Trust in an Unknown Web Business.
Positioning Your Company in the Consumer's Mind.
PART IV: THE 4 Ps OF MARKETING.
P1--Product Strategy.
P2--Place (Distribution).
P3--Promotion.
P4--Price: Pricing Strategy.
Budgeting for and Implementing Your Internet Marketing Plan.
PART V: PUTTING IT ALL TOGETHER.
Writing Your Internet Marketing Plan.
Appendix: The Internet Marketing Checklist: 27 Ways to Promote Your Website.
Index.
Introduction.
PART I: STRATEGIC PLANNING.
Comprehending the Opportunities for Doing Business on the Web.
Making Your Website Purposes Crystal Clear.
Devising an Adequate Revenue Plan.
Defining a Unique E-Business Niche.
Assessing Your Core Competencies.
Developing a Unique Sales Proposition (USP).
Setting Goals for Your E-Business.
PART II: SITUATION ANALYSIS.
Performing a SWOT Analysis.
Conducting an Industry Analysis.
Analyzing the Competition.
Understanding Your Customers.
PART III: MARKET AND PRODUCT FOCUS.
Segmenting Your Internet Market.
Differentiating Your Company's Products and Services.
Naming Your Online Business.
Building Trust in an Unknown Web Business.
Positioning Your Company in the Consumer's Mind.
PART IV: THE 4 Ps OF MARKETING.
P1--Product Strategy.
P2--Place (Distribution).
P3--Promotion.
P4--Price: Pricing Strategy.
Budgeting for and Implementing Your Internet Marketing Plan.
PART V: PUTTING IT ALL TOGETHER.
Writing Your Internet Marketing Plan.
Appendix: The Internet Marketing Checklist: 27 Ways to Promote Your Website.
Index.
